Page 16 - index
P. 16
BEST PRACTICES & STRATEGIES
How to push the development of
real-time advertising forward
The trend of media shopping for online display advertis- However, not everything related to RTA is a guaran-
ing through automated systems in real-time will be big in teed success. In order to achieve its potential, real-time
Asia just like anywhere else. Although, according to the advertising market has still to overcome some challeng-
Asia Pacific Growth Management (APGM), the current es, like those listed in the following points, which I con-
RTB penetration across the region is still only at 5% of sider as the most important in 2015:
total display, that number will inevitably edge up moving
forward as markets here will develop along the same 1. Dynamic creation: Not only the campaign booking,
vein as other Western markets. Too big is the advantage -handling, and –optimization is carried out in real-
of computers and algorithms in terms of cost and time time, even for the strategy and creation of cam-
efficiency in real-time advertising (RTA) compared to the paigns entirely new possibilities emerge. The chal-
previous manual sales. lenge for creative people and their tools, the dynam-
ic banner generators, consists in developing stand-
In fact, in addition to the existing public marketplaces, ard logics that not only head for the visual appear-
the big digital marketers are currently establishing pri- ance, but also the contents of the banner. That way,
vate marketplaces, where all can shop on equal terms, advertising materials will be assembled in millisec-
but not see the entire inventory available. There, you onds in the future, even when handling huge selec-
can represent different conditions for buyers better and tions of products - visually homogeneous from a set
retain full control over your inventory, in particular your of individual modules and tailored to the user's pro-
premium inventory, and use the data within the market- file. Without doubts that development will modify the
place to learn from it and develop your marketing strate- job profile of the creatives in advertising fundamen-
gy. tally.
Advertisers should pursue a similar strategy for their 2. Cross-device targeting: The strong growth in mo-
own brand, as real-time advertising is a strategically im- bile Internet usage poses a challenge for all those
portant issue. involved in the RTA market as well, because cus-
tomer journey chains run more and more often
16 Asian eMarketing July 2015: Real (Right)-Time Marketing
16
How to push the development of
real-time advertising forward
The trend of media shopping for online display advertis- However, not everything related to RTA is a guaran-
ing through automated systems in real-time will be big in teed success. In order to achieve its potential, real-time
Asia just like anywhere else. Although, according to the advertising market has still to overcome some challeng-
Asia Pacific Growth Management (APGM), the current es, like those listed in the following points, which I con-
RTB penetration across the region is still only at 5% of sider as the most important in 2015:
total display, that number will inevitably edge up moving
forward as markets here will develop along the same 1. Dynamic creation: Not only the campaign booking,
vein as other Western markets. Too big is the advantage -handling, and –optimization is carried out in real-
of computers and algorithms in terms of cost and time time, even for the strategy and creation of cam-
efficiency in real-time advertising (RTA) compared to the paigns entirely new possibilities emerge. The chal-
previous manual sales. lenge for creative people and their tools, the dynam-
ic banner generators, consists in developing stand-
In fact, in addition to the existing public marketplaces, ard logics that not only head for the visual appear-
the big digital marketers are currently establishing pri- ance, but also the contents of the banner. That way,
vate marketplaces, where all can shop on equal terms, advertising materials will be assembled in millisec-
but not see the entire inventory available. There, you onds in the future, even when handling huge selec-
can represent different conditions for buyers better and tions of products - visually homogeneous from a set
retain full control over your inventory, in particular your of individual modules and tailored to the user's pro-
premium inventory, and use the data within the market- file. Without doubts that development will modify the
place to learn from it and develop your marketing strate- job profile of the creatives in advertising fundamen-
gy. tally.
Advertisers should pursue a similar strategy for their 2. Cross-device targeting: The strong growth in mo-
own brand, as real-time advertising is a strategically im- bile Internet usage poses a challenge for all those
portant issue. involved in the RTA market as well, because cus-
tomer journey chains run more and more often
16 Asian eMarketing July 2015: Real (Right)-Time Marketing
16
